on tortoises and hares
TRANSCRIPT
TORTOISES AND HARES
How pacing can create happy users, clients and designers.
Annie Stewart & Pieter Rahier | [email protected]
ON TORTOISES AND HARES
WHY DO SO MANY OF OUR GREAT IDEAS FAIL?
Problem…
We love ‘em! Users want better services, clients demand more, designers want to be
challenged.
BIG IDEAS
Changes to the user experience are dramatic and frustrate users.
BIG BANGS
Clients shy away from risks and scale back.
BIG CUTS
Concepts are executed and maintained poorly.
BIG FAILS
WE’RE OVERESTIMATING THE HUMAN ABILITY TO DEAL WITH
RAPID CHANGE
Insight…
TOO SOON
TOO SOON
(And the execution kinda sucked)
WE NEED TO FIND A WAY TO BETTER MANAGE THE CHANGE
Insight…
THINK HORIZONTALLY
See the connections between the success factors.
CONTROL
Understand what we do and do not control.
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CONTROL
What the business controls
› Business Vision, Mission and Goals
› Governance & Processes
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CONTROL
What we control on the customer side› User Experience
› (Digital) Products & Services
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CONTROL
What we DON’T control
› What the user wants
DEPENDENCE
Understand that success in one area is dependent on success in another.
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DEPENDENCE
Frustrated client and users
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DEPENDENCE
Client can’t maintain the UX
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DEPENDENCE
Think horizontally to achieve harmony
ACT VERTICALLY
Decide what actions are needed to level up in every area.
PLAN YOUR EVOLUTION
Know where you are and where you want to go
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PLAN YOUR EVOLUTION
Assess where you’re starting
› How clear is their vision and how well are their activities aligned to it?
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PLAN YOUR EVOLUTION
Assess where you’re starting
› How clear is their vision and how well are their activities aligned to it?
› What kind of leadership is in place?
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PLAN YOUR EVOLUTION
Assess where you’re starting
› How clear is their vision and how well are their activities aligned to it?
› What kind of leadership is in place?
› How much do they know about their users and how are they using that information?
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PLAN YOUR EVOLUTION
Assess where you’re starting
› How clear is their vision and how well are their activities aligned to it?
› What kind of leadership is in place?
› How much do they know about their users and how are they using that information?
› What’s the maturity of the organization’s customer service?
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PLAN YOUR EVOLUTION
Assess where you’re starting
› How clear is their vision and how well are their activities aligned to it?
› What kind of leadership is in place?
› How much do they know about their users and how are they using that information?
› What’s the maturity of the organization’s customer service?
› What’s the quality of products and services?
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PLAN YOUR EVOLUTION
Know where you’re going
› Success factors of the business and the user are aligned.
› Customer service is at the core of all business practices and management decisions
› Data collection is used to anticipate user needs.
› The user experience becomes part of the customer’s regular activity and becomes unnoticeable.
› Customers willingly participate in improving products and services.
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PLAN YOUR EVOLUTION
A roadmap for each success factor
SMALL IMPROVEMENTS
It’s easier to adapt to change when it’s gradual.
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SMALL IMPROVEMENTS
There are many steps in between
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SMALL IMPROVEMENTS
Work in iterations
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HOLISTIC CRITERIA FOR PROJECT SUCCESS
User feedback influences both sides
PACE YOURSELF
Smaller steps with faster results makes happy ponies.
